Global campaign to encourage sales of B&O in-room audiovisual equipment in the enterprise hotel sector – an area the brand had previously struggled to penetrate in volume.
Strategy
Campaign, Creative
Design
Art Direction, Print, Photography
Client
Bang & Olufsen
Challenge
Develop a campaign to unlock sales in the hotel sector
Bang & Olufsen is the pinnacle of icon design and best in class audio quality, but the premium the brand demanded made it a hard sell to hoteliers. Our strategy was to create a guideof hotels which featured B&O. The guide would give hotels who installed B&O access to a over a million global consumers searching for their next hotel-stay.
brochure-design-hotel-guide-bang-olufsen
It couldn’t be ‘just another hotel guide’ – it needed a strong emotional connection with B&O customers. We unlocked the insight that B&O fans staying at these hotels would have the familiarity of ‘home’ – being able to still enjoy their beloved B&O entertainment away from home. So we christened the guide Hygge – a Danish word that expresses a strong sense of well being and belonging.
Integrated Campaign Elements
0
Percent increase in
enterprise sales
0
Languages
0
In-store demonstrations
0
Copies printed and distributed
web-brochure-bang-olufsen
CAMPAIGN EXTENSION
Campaign extended to drive new customers in store.
The Hygge hotel guide was so well received that we were asked by Bang & Olufsen to extend the guide online and to create a direct mail campaign – encouraging customers to go in-store for a demo of the new BeoVision 7 TV in exchange for a free copy.
direct-mail-design-trifold-bang-olufsen-in-situ
direct-mail-design-trifold-bang-olufsen
CLIENT COMMENT
A unique and authentic expression of our brand and simply the most excellent and creative publication by Bang & Olufsen for a long time.
